**A New Benchmark for Regional Aviation** ATR has achieved a significant milestone with the delivery of the world’s first all-business class turboprop, an ATR 72-600, to Malaysian carrier Berjaya Air. This aircraft, featuring the new HighLine cabin, received dual certification from the European Union Aviation Safety Agency (EASA) and Malaysian authorities, paving the way for commercial operations. The delivery marks Berjaya Air’s entry into the ATR 72-600 family and the operational launch of ATR’s premium cabin offering. **A Cabin Designed Like a Private Jet** The aircraft is configured with only 26 seats in a 1-1 layout, a rarity in regional commercial aviation. Each passenger enjoys direct aisle access and proximity to windows. The seats, manufactured by Italian company Geven under the ETEREA brand, are the widest ever installed on an ATR. They feature an extended personal space and a side console with storage. Notably, overhead bins have been removed in favor of side panels, creating a sense of increased volume and brightness. ATR emphasizes that the ambiance rivals that of larger business jets, while retaining the operational advantages of a turboprop, such as fuel efficiency and access to smaller airports. **Operational Plans and Market Strategy** Berjaya Air plans to launch service imminently on the Subang (near Kuala Lumpur) to Koh Samui (Thailand) route. The airline aims to deploy this “accessible luxury” product across its expanding regional network, connecting Malaysia, Thailand, Vietnam, and Indonesia. The business model leverages synergies with the Berjaya group’s hotel properties, including resorts in Langkawi and Redang, targeting premium leisure travelers. The aircraft will also be available for charter flights in the Asia-Pacific region, a growing segment in high-value tourism markets. **Industry Implications and Future Prospects** This development reflects a broader trend of segmentation in air transport, where regional aircraft are being configured for premium niches. ATR’s strategy to diversify into higher-value products capitalizes on the turboprop’s inherent advantages—lower fuel consumption and access to secondary airports. Nathalie Tarnaud Laude, CEO of ATR, stated that the HighLine cabin opens new perspectives for operators seeking exceptional comfort without sacrificing operational efficiency. Berjaya Air is set to receive a second ATR 72-600 in the same configuration in the third quarter of 2026, confirming its commitment to this premium positioning. For ATPL and ATC students, this case illustrates how certification processes (EASA and local authorities) interact with innovative cabin designs, and how market segmentation influences fleet planning and route development.